©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The ad technology industry now has its own trade group: the Council for Accountable Advertising. “Advertising technology has continued to grow and get more complex,” explains Stephen Messer, vice chairman of Cross Commerce Media and chairman of the new Council.
“People have focused on the bells and whistles of the technology, but have forgotten the key themes, [they are] making buying decisions more complicated than they need to be.”
“In the market, many of the companies fighting to survive have to scream as loud as they can and create differentiators to stay alive,” Messer says. “The council is about removing the FUD (fear, uncertainty and doubt) in the marketplace so that when a buyer chooses a council member, they know they are getting honest, clear information from the leaders in the marketplace.”